Flexible CRM 'in demand for pharmaceutical firms'

There is a high level of demand in the pharmaceutical industries for more flexible customer relationship manager (CRM) software, a report suggests.

Research published by Frost and Sullivan finds that there is a desire for cheaper and more innovative solutions including areas such as customer analytics and marketing automation.

Santhosh Kumar Ramaraj, research analyst at the firm, states: "Intensifying and escalating data are evoking interest in companies for the purpose of optimally analyzing it to support improved decision making."

He asserts that the pharmaceutical industry is taking a cautious approach towards new technologies and companies are maximizing the use of their existing infrastructures.

Mr Ramaraj says that vendors need to tailor their applications for different sectors, offering flexible products which meet the requirements of each customer sector.

The Gartner and 1to1 Customer Awards recently opened for nominations of firms that have delivered a strong customer experience through the use of flexible CRM technology.